The result of the market power by big data platforms is that the marketplace is doing little to create options for consumers that might alleviate the misuse of consumer data or encourage big data platforms to better compensate users who are willing to share their data. As the accumulation of all this data is in increasingly fewer corporate hands with little market pressure on those companies to respect the privacy of users, progressive advocates should be engaging regulators to take action to prevent those big data platforms from using that data in ways that harm consumers, particularly low-income, minority and other vulnerable members of the population.